By definition, niche marketing is: “Concentrating all marketing efforts on a small but specific and well-defined segment of the population. Niches do not ‘exist’ but are ‘created by identifying needs, wants, and requirements that are being addressed poorly or not at all by other firms and developing and delivering goods for services to satisfy them. As a strategy, niche marketing is aimed at being a big fish in a small pond instead of being a small fish in a big pond. Also called micromarketing.”
When I was growing up, my father would take us kids camping and trout fishing in the Pecos Wilderness, just north of Santa Fe, New Mexico. My father, in his infinite wisdom, decided early on, that fishing from a lakeshore with two children was much more advantageous than hiking through rough terrain to fly fish from the small creeks that ran throughout the Rocky Mountains. So we would sit all weekend long, throwing bait into a lake, hoping that something would bite. Now the lake contained several types of fish, from carp, channel catfish, crappie, to the covenant brown speckled and rainbow trout. If you’re not familiar with trout, these are torpedo shaped fish, with a mouth full of sharp teeth and a fighting spirit. The rainbow variety is just a tad larger with a splash of color on their sides.
To a ten-year old little girl, the catfish and carp were ugly, unappealing fish that would snatch up an earthworm every time. So I dug through my tackle box arsenal of bait and decided to try the artificial neon-colored worms that I just had to have. I threw out the purple and orange colored worms randomly and managed to entice a couple of brown speckled trout. Yeah! But I really wanted to catch the better looking, rainbow trout. So after numerous attempts, I found that the bright neon pink and yellow worms attracted my prize fish and I was rewarded with catching the most trout during that particular camping trip.
In my analogy, the lake represents the mass market and the different fish are the target audience that the average business might market to, trying a variety of marketing methods, to generate business from. Niche marketing narrows down the mass market to a single segment or group of buyers and addresses them directly, with what appeals to them the most.
2013 Marketing trends touts the switching of mass marketing to niche marketing. With access to all of the most advanced technologies, people know that options are endless and they won’t stop until they get what they want. In order to be profitable and maintain a competitive edge, businesses have to suit the needs of the individual consumer, or someone else will. Although Niche marketing maybe seen as a little more expensive, is an extremely effective market strategy for smaller businesses, to utilize their marketing abilities to their full potential and directing their efforts and marketing budget to more of a qualified target customer.
You only have one opportunity to make a great first impression. You dress for success before meeting a potential client, why should your business be any different? Make a lasting first impression for you and your business with professional and consistent marketing materials.
Your marketing materials are on the front line making an impression for your business. The look of just one piece can present your brand and tell your customers all they need to know about your company and your expertise – all in the space of a few seconds! Again, it’s those vital first impressions that can draw people in or repel them forever.
Each and every piece of material, whether it is print or online, should represent your brand, your promise, and your value authentically and integrity. A cohesive marketing strategy and strong, consistent visual branding will not only help you communicate feelings of stability, credibility, and dependability, but they will also help the recipient make an important decision: keep or discard?
What to look for in effective marketing materials:
- That they are well-designed and communicate a clear, compelling message and call to action.
- They build brand identity and a professional image
- That the pieces grab the attention of new prospects and help to grow your customer base
- Materials that promote the benefits of your company’s product or service and the solutions you provide for your clients
- They create a lasting, positive impression
- Materials that help you to stand out from the competition in a market niche that you own
“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.”
— Red Adair
You might think that hiring a professional graphic designer is a luxury that you can’t afford; or maybe you know someone that can just “help” you out, because they know a little something about computers. Here’s five reasons why hiring someone who specializes in graphic design is a better option.
A DESIGNER SAVES TIME
Just as you know your job and do it well, a graphic designer is a professional who knows their field. They know about things like bleed and trap, type-safety and imposition so that you don’t have to. A graphic designer can turn your ideas into reality in a short time, leaving you free to do what you do best.
IMPROVES YOUR IMAGE
Presentation is Everything! We’ve all seen business cards, postcards and brochures prepared on an in-house printer and the impression they leave. It’s obvious they were not created by a designer. Professionally designed graphics and materials will convey an image to your customers of expertise that they can trust and relie on.
STAND OUT IN A CROWD
Every day we are bombarded by thousands of advertisements all vying for our attention. Your best defense against becoming a part of the noise is through great design that captures your audience’s attention. And the best way to ensure you get that eye-catching design is to hire a graphic designer.
It makes sense that doing things yourself will save you money. Unfortunately, in the world of printing that sometimes isn’t the case. Unless your file is prepared precisely the way it needs to be for printing, you may find that it costs more to prepare the file for printing than it would to simply hire a designer to do things from the start.
KNOWS THE SOFTWARE
Some people would have you believe that with Photoshop they can do anything. And the truth is that you can do anything with Photoshop – poorly. No single program can handle all the jobs needed to create quality materials and a designer knows how to put each program to it’s best use for quality results every time.
Article By Gwen Canifield